Toyota – Meals per Hour

For years, Toyota has donated its engineering know-how to various philanthropic organizations. However, until now, their efforts have largely gone unnoticed.

Soon after Sandy hit, Toyota once again sent its engineers to the Rockaways, one of the hardest hit areas, to apply their know-how and make a food center faster and more efficient.

Another great story that could have gone unnoticed, had we not decided to give it the proper delivery this time.

We created “Meals per Hour”, a campaign that had local influencers from various fields roll up their sleeves and help the team on the ground, documenting the process over several months and constantly sharing the progress with their followers.

Left to right: Sian-Pierre Regis of Swagger NYC, Vera Sweeney of Lady and the Blog, Migdalia Rivera of Latina on a Mission.

We worked with Supermarché, the filmmakers behind “Catfish,” to create a documentary that would tell the story in an honest and compelling way.

Toyota's Kaizen know-how demonstrated on a food bank.

The ultimate cherry on the top – we convinced Toyota to donate a meal to the Food Bank of New York City for every YouTube hit the video received.

Using pretty much their own Kaizen philosophy, we improved every aspect of their communication strategy, from branding, concept and overall aesthetic to influencer outreach, storytelling and news-worthy delivery.